奢侈品祛魅

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体验消费逆势崛起,奢侈品营销失灵了
Sou Hu Cai Jing· 2025-09-16 14:59
Core Insights - The traditional luxury brand marketing strategy in China is losing effectiveness, as consumers shift towards seeking deeper, personalized experiences rather than material possessions [2][4] - LVMH's market value has halved by 43.5%, equating to a loss of $94.4 billion over two years, and Bain & Company predicts a 2%-5% decline in global luxury sales by 2025, marking the largest drop in nearly a decade [2][9] - The rise of experience-based consumption is redefining spending habits, with consumers prioritizing unique experiences over luxury goods [4][14] Consumer Behavior Shift - Consumers are moving from a mindset of showcasing wealth to one focused on personal fulfillment and identity [4][11] - Social media trends are shifting from showcasing luxury items to sharing experiences such as travel and outdoor activities, reflecting a broader cultural change [5][9] - The Z generation values experiences that contribute to content creation and social currency over traditional luxury goods [11][12] Market Dynamics - The luxury market is experiencing a significant contraction, with the number of global luxury consumers decreasing from approximately 400 million to 350 million, particularly affecting price-sensitive entry-level consumers [9][12] - Gucci's sales dropped by 23% in 2024, highlighting the challenges luxury brands face in adapting their marketing strategies to current consumer expectations [6][8] Experience Economy - The experience economy is projected to be a multi-trillion-dollar market, with China's experience retail market expected to reach 800 billion yuan by 2025 [9][14] - Luxury brands are beginning to adopt a "product + experience" model, integrating high-end experiences with product offerings to create a more compelling value proposition [14][15] - Successful experience-based offerings require authenticity and alignment with brand values to avoid becoming mere marketing gimmicks [14][15] Challenges for Luxury Brands - Luxury brands are struggling with a disconnect between their traditional marketing strategies and the evolving consumer landscape, leading to a decline in brand loyalty and sales [8][12] - The reliance on symbolic marketing and frequent price increases has eroded consumer trust and alienated younger consumers [8][9] - The challenge lies in balancing brand heritage with innovative experiences, as luxury brands navigate the complexities of digital transformation and changing consumer preferences [15][16]
这几天,老外集体破防
投资界· 2025-04-21 07:59
世界奢侈品祛魅运动。 来源 | 凤凰网财经 (ID: finance_ifeng) 2万美元的名牌包只要不到1 0 0 0美元就能买到?中国代工厂的Ti kTo k爆料,让全球奢侈 品消费者集体破防——原来自己一直在为"品牌故事"支付天价智商税。 外国网友集体"破防" 那些标价几千甚至上万美元的奢侈品大牌,竟然大多是中国制造的,而实际成本低得离 谱。 当特朗普政府无理对中国商品加征关税,中国工厂主们在 Ti kTo k 上掀起了一场"奢侈品 祛魅"运动,直接把大牌背后的真相扒了个底朝天。 有工厂主透露,他们能以 5- 6 美元 的价格出售和 Lul ul emon 同厂同款 的瑜伽裤,而这 条裤子在美国专柜的售价高达100 美元,而两者"面料和工艺基本完全相同"。 更夸张的是,有声称代工多年名牌包的厂家,直言某款售价 2 万美元 的奢侈品牌包包, 从代工厂直接拿货的价格,竟然不到原价的 二十分之一!甚至还在视频上配上"中国制 造业进入美国可以让美国人生活得更好"的文案。 这些视频向全球网友传递了一个颠覆性的信息:许多国际大牌在中国以极低成本生产出 优质商品,再通过品牌包装和营销手段,以天价转售给海外消费者。 ...